Want a leg up with your EB or TA career? Time for some wisdom from the people who’ve been there, done that and got the branded tote bag.
1. Target everyone, attract no one
When you set out to please everyone with your employer brand, you end up with something a bit like cornflakes — everyone likes them, but no one’s that jazzed when you hand them a bowl.
Bold is better, according to Ash Rama, VP People at hyperexponential. “It goes deeper than tone or visuals,” he says. “It’s about being annoyingly specific, especially when it might turn people off. It’s tempting to soften things ‘just in case’ it feels too bold, but that strips the depth out of your message.”
2. Advocacy is key
With experience comes an appreciation of “the true power of advocacy and authentic storytelling,” says Dan Savoury, EB lead at Lloyds Banking Group. “People buy from people, so using colleagues to amplify your employer brand is a great way for your audience to get an insight into what it’s really like to work for you.”
3. Remember your real target
Keeping stakeholders happy should not mean catering to their individual tastes.
As Declan Slattery says: “Don’t let C-suite set the tone and agenda. They’re not the audience you’re looking to attract and retain. Build your brand around the needs of the people you want to engage, not the board!”
4. Great things come from unexpected places
The talent world is all about building great connections. Even the seemingly small ones may be more significant than you think.
As HR Leader Linda Ohairwe puts it, “Some of the most impactful relationships are the ones that grow quietly in the background. A former intern, a colleague from that one project — these connections often circle back in powerful and unexpected ways.”
5. Culture first, brand second
If your messaging isn’t bold or exciting enough, be wary of embellishing the truth.
As Tony de Graaf notes, “As TA function you can only sell who you really are as a company. You can’t create or change that messaging at all. If you want to change your employer brand, you need to change your culture.”
6. Don’t assume you know what appeals
Do you know what’s uniquely attractive about your organisation? If not, don’t guess.
“Really try to find your USP,” says branding and attraction manager Kate Clemens. “What you think is great may not be what your audience is looking for, or what makes you stand out in the competitive landscape.”
7. Go your own way
It’s tempting to follow in the footsteps of others in your industry. Especially direct rivals who seem to be getting something ‘right’.
But “following the crowd can strangle innovation,” says Matthew Jeffrey. “If a candidate sees 500 similar adverts. What will they remember? What stands out?”
Instead, he urges you to put yourself in the shoes of the candidate: “Be unique, challenge the status quo and create some magic.”
8. Have fun
The world of talent can be stressful, but don’t let it zap your enthusiasm. Stay connected with why you got into your role in the first place. As EB Manager Ally Brown says: “Follow your heart and have fun doing what you do – you never know where it will take you!”
